With the global population growing from seven to nine billion people by 2050, avoiding food waste would appear to be an easy way of feeding more people using resources already at hand. The relentless pursuit of efficiency by food manufacturers, which have greatly reduced food waste from all steps of food processing, has not always been appreciated by consumers and, in some cases, has been stigmatized by them. By reframing the conversation on food waste from one of quality or health to the frame of sustainability, public attitudes towards food scraps can be modified.